在线消费者心理距离与决策行为的关系模型  

Modelling a New Relation between the Consumption Decision and Psychological Distance of Online Consumers

作　　者：索皎莉 赵冬梅[1] 

机构地区：[1]中国农业大学,经济管理学院,北京

出　　处：《管理科学与工程》2018年第4期233-243,共11页Management Science and Engineering

基　　金：国家自然科学基金全面上项目(71271207)。

摘　　要：相较于传统消费市场,电子商务市场提供了新的消费模式。为了探究和应用线上消费者心理距离与决策行为的变化,本文基于最大熵原理构建了线上消费者心理距离与其消费决策之间的定量关系模型,利用302份调研数据进行验证。结果显示,消费决策与心理距离对决策行为有负面影响。其中,心理距离的三个组成维度中,时间距离维度对消费决策的影响最大,其次是社会距离维度,最后是空间距离维度。这个结论,有助于商家预测出在线消费者的消费决策行为,并为电子商务精准营销提供思路、方法和策略。In the age of e-commence, numerous characteristics of psychic distance are distinct from that of traditional markets. To better understand these differences, in this present paper, we established a new relationship between consumption decision and psychological distance of online consumers by making use of the Maximum Entropy Principle. According to the classification of the commodities online, we focus on printed books and digital products. Data were collected from the China-based B2C e-commerce platform, Jingdong and Alibaba’s Taobao Mall, by convenience sampling. Data collection yielded 302 valid questionnaires. The results showed that the psychological distance has a negative influence on the consumption decision of online consumers;the three dimensions of psychological distance can significantly influence the online consumer buying behavior, and the impact from high to low in order is: time distance, social distance and spatial distance. By this technique, an in-depth methodology for establishing the interaction between the consumption decision and psychological distance is presented for better marketing strategy of e-business.

关 键 词：心理距离 决策行为 最大熵原理 线上消费者 电子商务市场 

分 类 号：F2[经济管理—国民经济]